Mar 11, 2009
A few weeks ago, amateur sociologist Rob Cockerham of Cockeyed.com wrote a negative/funny article about the questionable business practices of Cash4Gold, a company that offers money for gold jewelry and coins you send them. I suggest you read his article, “Cash4Gold Will Offer One-Third of the Actual Value for your Gold.”
Soon after being written, Rob’s article was picked up by Boing Boing and the Consumerist, and his article shot to the top of Google for searches on Cash4Gold. About a week after that, Rob got the following email from Joe Larato, President of Tandem Interactive, representing CashFor Gold:
“I work on the Cash4Gold site. We are trying to clean up their first page of results in Google. Your article: http://www.cockeyed.com/citizen/goldkit/cheat.shtml is ranking very well for term “Cash4Gold”. The site looks like you may do well from Adsense.Is there a financial arrangement we can come to that will offset your Adsense income and make it worth your while to take down or at least “de-optimize” it for that phrase? I would be happy to speak more about this on the phone…
Thanks,
Joe Laratro
President
Tandem Interactive - Trendy Online Marketing Solutions
Hollywood, FL 33020″
Rob did not respond to the email, and a few weeks later he was contacted again when ignored him, and in a couple of weeks Mr. Larato sent him a follow up email:
“Rob,I work with Cash4Gold on their reputation management. Your article is ranking #3 on their brand term. They would really like to make it worth your while to take it down or make it more positive. They did something similar by joining (OTHER CONSUMER AFFAIRS WEBSITE)’s advocacy program. Is it worth a few thousand to take it down? If not, maybe a donation to your favorite charity is more to your liking?
Feel free to call me anytime to discuss further.
Thanks,
Joe Laratro
President
Tandem Interactive - Trendy Online Marketing Solutions
Hollywood, FL 33020″
In the end, Rob refused to take the “few thousand” and his story is still at the top of Google.The real value here, is learning from the mistakes of Tandem Interactive & CashForGold, and understanding that the best way to combat negative press is to exhibit superior service and quality, and to develop your own set of brand evangelists that will speak positively on your own behalf. (After reading Rob’s article on CashForGold’s business policies, I am not sure that they will be developing brand evangelists any time soon!)
For additional information, read:
Rob Cockerham writes article critical of Cash4Gold, gets offered cash to kill story
